CS-2026-002 · IND-RES
Real estate CRM
Two hundred leads a month, and no way to tell which six were buyers.
The challenge
What was actually failing.
Meta campaigns delivered consistent lead volume at an acceptable cost per lead, and almost none of it converted. Brokers spent the first part of each week calling leads that were never going to buy, and the genuine buyers among them were contacted too late.
Response times were measured in hours or days. Enquiries arriving on evenings and weekends were handled the following working morning, by which point most had already spoken to a competing developer.
The pipeline lived in a WhatsApp group and individual notebooks, so when a broker left, their live deals left with them.
The strategy
The decision, and what we chose not to do.
We accepted a higher cost per lead in exchange for a lower cost per site visit. Campaigns were redesigned to qualify rather than to maximise volume, which made the headline metric look worse and the business perform better.
We did not replace the team's working habits wholesale. Routing and qualification were automated around how brokers already worked, because a CRM that demands new behaviour from a commission-driven sales team does not get used.
The system
What connects to what.
Qualification before contact
Budget, timeline, configuration and locality captured automatically before a broker spends time.
Instant routing
Leads assigned to an available broker within minutes, with reassignment if unactioned.
Long-cycle CRM
Stages for site visits, repeat visits, negotiation and documentation across an eighteen-month cycle.
Ownership rules
Leads owned by the business, with reassignment when a broker leaves.
Nurture sequences
Automated contact across months of inactivity.
Visit-based reporting
Performance read against site visits and bookings rather than raw lead count.
The execution
What was built and what was run.
Built
Project landing pages, automated qualification, instant routing, CRM and nurture sequences.
Run
Meta Ads by project and locality, Google Ads on high-intent search, and site visit campaigns.
Timeline
[CONTENT TO VERIFY — confirm project duration.]
Team
Softtonix build and growth teams, working against one backlog.
The outcome
Results.
- Metric
- [ INSERT VERIFIED RESULT ]
- Time window
- [ INSERT MEASUREMENT WINDOW ]
- Source
- [ INSERT PLATFORM / ANALYTICS SOURCE ]
- Attribution model
- [ INSERT ATTRIBUTION MODEL ]
- Compared against
- [ INSERT BASELINE PERIOD ]
What we would do differently
One honest paragraph.
[CONTENT TO VERIFY — write this from the actual project retrospective.]
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